High Touch With Low Gloss

Because most of the mailings I write about for this column are basic packages such as membership renewals, holiday campaigns, annual-fund appeals and acquisition pieces, this high-touch mailing from the ACLU to some of its existing members for its Legacy Challenge really jumped out at me.

Mailed in a plain, white No. 10 envelope, this mailing is thorough in its presentation of the Legacy Challenge. The three-page, 8.5-inch-by-11-inch letter lays out the initial ask and how the program works. If the recipient provides for a bequest to the ACLU in her will or trust, 10 percent of the bequest will be matched by a fellow supporter of the organization.